The Power of Visual Information & Content Marketing

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Alyssa MurfeyDirector Of [email protected]

The Power of Visual Information & Content Marketing

@alysmurfey

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Agenda For Today: •How we process information •Using this knowledge in your business

• Visual Content Marketing

•The future of content marketing•Questions


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Drew MartensSEM [email protected]


@Drew_Martens

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• Search Engine Management Analyst.• How did I get here?• Why am I in content marketing?

Who am I?

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http://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/

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Content Marketing DefinedContent marketing is a marketing

technique of creating and distributing valuable, relevant and consistent content

to attract and acquire a clearly defined audience – with the objective of driving

profitable customer action.-The Content Marketing Institute

What is Content Marketing

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We are visual creatures•Our brains process visuals 60,000x faster than text alone.•Use of video content increased by 8-58% while infographic usage increased by 9-52% in 2014. –Demand Gen Report•Marketers who have a documented content strategy (and follow it) are 35% more likely to succeed. -CMI

How do we process information?

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Information Exercise Please take 30 seconds to read the information on the next slide.

How do we process information?

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Optimize local landing pages and local listings with valuable information to add significant value and boost your local presence. Results will become more heavily personalized for mobile. Fully optimize your website to avoid penalization. Brand mentions and citation will become as powerful as links. Act like a brand and be treated like a brand by Google. Social Signals as a user experience factor. Search rankings will increasingly become about relationships and less about technical strategies.

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-Visual.ly

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How do you continue to create engaging content?Ask yourself questions to change the game.•Who determines what is considered engaging?

• Why?

•Do you have different services that appeal to different demographics?

• Personas

•Would you want to read it?

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Do not dull down your content for the masses• Lose credibility.• Content will become stale. • Offer utility with your content.

• Attract the wrong type of consumer.

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Take a different approach to your content•Be specific in your approach.

• No two minds think alike.•Give them something to take away.

• Actionable information.•Don’t waste their time.

-Statisticbrain.com

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Tools for Creating Visual Content

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So Many Choices, So Little Time.My top 5•Vizualize •easel.ly•Piktochart•Infogr.am•Venngage

https://www.emfluence.com/blog/tools-creating-infographics

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Vizualize:•Professional resource for work experience and portfolios.•Links to your LinkedIn account for simple integration.•Entirely Free!

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Easel.ly:•Web-app for creating drag and drop style infographics.•Very quick and easy to use.•Free basic templates and paid more complex templates.

https://vimeo.com/37781587

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Piktochart: •Customize graphics at a complex level (colors, textures, etc.)•Ability to import data in a CSV format.•More than 2,000 Standard Vector files for you to manipulate.•Share your content in any format imaginable.•Free for basic use and tiered for higher functionality.

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Venngage:•WYSISYG editor similar to Weebly, Wix or Squarespace.•Data can be exported in PNG and PDF.•Can be shared on major social networks.•Live infographic!•Free for the first month, then $15 month.

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WYSIWYG Editor View

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Infogr.am:•Real time data manipulation.•Ability to download and embed data.•Responsive design for mobile and tablet viewing.•Webinars and workshops available for training.•30 Day Trial, then $42 per month.

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Infogr.am:•Ability to visualize data in multiple different formats (30 types)

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How do you know if it is working?

Creating Infographics

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TMITRACK. MEASURE. IMPROVE.

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Google Analytics (Don’t be afraid of it!)Various levels of expertise:•Where to begin?

• Clicks.• Impressions.• Sessions.• Views.

An overview can be so much more!

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The Basics of Google Analytics

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Build your content around what you learn.

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Now for a little more complex…

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Social Network Conversions



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Facebook & Twitter Analytics

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Facebook & Twitter insights

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Post Engagement:

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Twitter Analytics:•Native analytics leaves a lot to be desired.

• Use as a guideline.

•Run tests to determine which voice works for you.

• Change is not your enemy. • Identify your voice.

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The Future of Content Marketing


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Listening tools to understand your audiences + processes to respond efficiently are key to success.


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Social Media is the new PR.


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Content marketing and advertising are converging.

69% of people trust an organization’s educational content if it is discovered via a friend. – Kentico

Spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017. – eMarketer


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Good advertisements offer an emotional or utility value exchange.


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New advertising products: Instagram sponsored posts.


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New advertising products: tell a story.


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Users are shifting to posting more visual, engaging content. The number of video posts per person has increased 75% globally, and 94% in the US.” – Facebook, January 2015


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Video is the next frontier of superior visual content marketing. Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration.


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Video is the next frontier of superior visual content marketing. People who watched under three seconds of the video ad created up to 47 percent of the total campaign value.


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Facebook carousel ads.


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Pinterest Promoted Pins.


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Pinterest buyable pins.


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LinkedIn’s new products.


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THANK YOU!

Thank you!

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QUESTIONS?

Thank you!

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THANK YOU! @[email protected]

@[email protected]

Thank you!

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The Power of Visual Information & Content Marketing